The benefits of geotargeting include promoting your business to people who may not be searching for your chiropractic services directly
The larger your practice’s following on social media, the greater your ability to connect with potential patients. If you’d like to grow your social media following, and your patient base, one way is taking advantage of the benefits of geotargeting.
Data collected by Arkansas State University further suggests that a higher level of social media engagement has another advantage: increased revenue. This is due, in part, to almost four in five consumers saying that a company’s posts have an impact on their buying decisions.
What are the benefits of geotargeting?
Geotargeting refers to advertising that is targeted to consumers in a specific geographical location and with certain demographics.
You might run an ad targeting people within 15 miles of your chiropractic office who also search for natural health and wellness products, for instance. If you specialize in treating a certain condition, you might target all people within a certain area who look for information about that condition online.
With geotargeting, you can target people who live within your desired geographical area, as well as those who are in the vicinity due to work, because they are visiting family and friends, or running errands. If their phone is sharing its location, you can target them with your ad.
It’s similar to how you can log in to some apps and find restaurants, grocery stores, and other types of businesses near your location at that time. The only difference is that with a geotargeted ad, you can promote your business to people who may not be searching for your services directly. If you cater to young athletes, for example, you could create a geotargeted ad that they will see even if they aren’t actively looking for a chiropractor.
Tips for boosting location-based advertising results
One analysis of 500 million location-targeted advertisements revealed that almost two-thirds were ineffective either due to being delivered outside a target area or poor signal quality, hindering the ability of the electronic device to recognize when a potential target was in the desired range.
While there’s not much your business can do about cellphone signal quality, there are things you can do to ensure that your ad is being delivered to prospects in the target area to receive the benefits of geotargeting.
When creating your geotargeted ad, choose the specific locations or areas you want to target. How you do this will vary depending on the platform used. If your ad is on Facebook, this platform’s Meta Business Help Center reports that you can narrow down the location by city, zip, and postal codes. If you run your ad on Twitter, its Business Ads Help Center indicates that you can narrow your audience by city and postal code.
You can further boost your geographically targeted advertising by:
- Personalizing your ad to the intended recipients. This is where it is important to know your patient demographics. If a majority of your patients are over the age of 50, your ad would look different than if your patients are typically under 40. Keep this in mind when creating your ad so that, in addition to targeting their location, you’re also targeting their interests and what appeals to them most.
- Offering promotions only to recipients in a specific location. If you are the chiropractic provider for a specific sports team, you might target the geographical areas with the largest portion of fans, giving them a discount if they make an appointment within a week of a winning game. Or you can run a giveaway, offering one free entry for everyone who follows your social media page and is from a certain city.
- Monitoring your ad’s performance. The only way to know whether your geotargeted ad is working is to monitor its results. How many people have clicked on the ad or contacted your practice after seeing your advertisement? Google Ads recommends giving an ad at least two weeks before reviewing its performance. Also, pay attention to other insights provided by the advertising platform. For instance, Google Ads also provides audience insights. This tells you which segments of your target audience are responding more often to the ad and which ones may be providing less desirable results.
Don’t miss targeting your local prospects
Take advantage of the benefits of geotargeting, rather than spraying your message across the internet, to specify the location where you want your ads to show and choose different content for ads based on geographic locations to hit all your different local prospects.